Battling it Out

As we went to press, we learned that Pepsi unveiled a new
PET bottle made entirely of plant materials- besting
Coke’s version which has a 30-percent plant makeup. It’s indicative of a shift we saw this past year among the
major CPG companies: They’re waking up to sustainability and making
environmental commitments like never before.

As we went to press, we learned that Pepsi unveiled a new
PET bottle made entirely of plant materials- besting
Coke’s version which has a 30-percent plant makeup. In doing so, Pepsi has made
sustainable packaging the latest battle in the 100-year-old “cola wars” between
the two beverage giants.

It’s indicative of a shift we saw this past year among the
major CPG companies: They’re waking up to sustainability and making
environmental commitments like never before.

Of course, green activists will say there’s a disconnect
between companies simultaneously purveying consumption and sustainability. But,
the truth is that, when companies of this size apply their hefty budgets to the
problem, they can make good progress.

That’s likely one reason why 2010 saw a hard core brand like
Seventh Generation, which used to boycott Walmart, announce it would begin
selling there. By taking advantage of the mega retailer’s size, the brand
figured it could reach people and places and fulfill its environmental mission
on a scale it never could before.

We’re recognizing the environmental efforts of
brands both big and small in this issue, our annual look at sustainable
packaging design. And, now, we begin our search for next year’s crop of
all-stars. Though, we don’t expect that we’ll have to look too hard. Because,
while there are all kinds of reasons for a brand to turn out more sustainable
packaging (cost savings, altruism, etc.), with companies like P&G and
Unilever unveiling major corporate-level initiatives this past year, and the
Coke-Pepsi plant-bottle wars starting to bubble up, we’re thinking a little
competition will heat things up on the sustainable packaging front.

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